Dynamic Service Facility Design

MARKETING
RESEARCH
P R E S E N T E D BY:
R I VA L D I S U KA M DA N I
1501162581

PUTU PRASETYA ANDARU

1501166610

TONY
1501146672

What Is Market Research?

Systematic problem analysis, model building
and fact funding for the purpose of improved
decision making and control in the marketing
of goods and services (Philip Kotler)
The best tool: What they want, what they
need, and what they will sacrifice to get what
they need is one you probably are not
using.

How Marketing Research

Important to Service Company?
Serious Competition Competitor analysis
What are our strategic advantages and disadvantages,
compared with our biggest competitor?

Understanding pediatric hospital Selection

Consumer Behavior
What matters most to these patients and why are they
going elsewhere?

Identify Market Segments Demographics

We need to re-brand our health care services. Who
should e be targeting our messages to, and what
aspects of our services will have the strongest appeal
to these consumers?

How Marketing Research

Important to Service Company?
Identify Challenges and Opportunities
Current Market Trends
What features ill be most appealing to potential
buyers and how much should we charge for the
device?

Develop Business Strategies

Improved communications between the company
and its target customers through accurate
understanding of customer needs and meeting them
effectively, leading to enhanced customer
satisfaction

Help you minimize loss in your business

What kind of potential problems after we launch the
new services? Risk & Mitigation

CASE
JOURNAL: THE IMPACT OF SERVICES QUALITY AND
MARKETING ON FINANCIAL PERFORMANCE IN THE
HOSPITAL INDUSTRY: AN EMPIRICAL EXAMINATION

CASE
WHAT KIND OF MARKETING RESEARCH?

Respondents:
740 hospital in a five state region (Kentucky,
Minnesota, Mississippi, Ohio, and Tennessee) in
the central United States

Market Orientation
Intelligence Generation
Customer Satisfaction
Responsiveness to
customers
Responsiveness to
competition
Quality Context
Marketplace Environment
Corporate Support for
Quality
Managers Knowledge
Product/Process
Environment
Past Quality performance

CASE (Cont.)
Market/Product Development
New Product/Service Development
Investments in R&D aimed at new
innovation
Capacity to develop a unique competitive
Profile
Market Development
Quality Outcomes
Mortality and Morbidity Rate
Service Quality as Perceived by Customers
Cost per adjusted discharge
Employee Turnover

Financial Performance
Net Profits
Cash Flow from Operations
Return on Assets
Profit to Revenue Ratio
Return on Investment

RESULT + ACTION

Modified Framework of Relationship

THE SERVICE PACKAGE

Supporting Facility
Supporting Facility

Explicit Services
Service
Experience

Canteen

Play Ground

Mushola

Facilitating
InformationImplicit Services Goods
ATM Machine Supermarket Parking Area

Cafe

THE SERVICE PACKAGE

Explicit Services

Implicit Services

Quality of Lungs Specialist

Quality of Heart Specialist
Environment Safety
Pediatrics

Database Security

On Time Services

Secured of parking lot

Radiology Attitude of NurseOrthopedic Centre

THE SERVICE PACKAGE

Information

Medical Records

Medicine

Facilitating Goods

Laboratori
es
Toilets

Health Issues Information

Patient Room

Pharmacy

Waiting Room

Customer Services

Cashier

Health Equipment